We have already talked about how the VETting Green project, which promotes education and training in the fight against greenwashing in the textile and footwear industry, is aligned with one of the major contemporary concerns in the field of sustainability: the misinformation that companies generate about their ecological practices. This phenomenon affects industry and companies, creating a context in which a significant part of the population, especially youth, is influenced by it. Young people are particularly vulnerable to the impacts of these misleading messages, as they are one of the main consumers of the information disseminated by brands.
Research by institutions such as UNESCO and the SHEG programme has highlighted the fact that young people, although increasingly aware of the problem of misinformation, are not always able to identify false sources effectively. Empowering them to identify, challenge and combat these fraudulent practices is therefore essential, since it is they who have the potential to transform consumption towards more ethical and conscious choices, challenging misleading narratives and promoting a culture of genuine sustainability.
Companies’ involvement in greenwashing is not only a marketing issue but may also mislead some young people into thinking that they are making responsible choices, when this is not the case. In this sense, it is crucial for companies to take young people into account, who are often more sensitive to the messages around them. One effective way for companies to combat greenwashing is to implement educational content on sustainability and transparency in the production of green products, creating role models for the younger generation. Some companies are already adopting principles aligned with sustainability: ‘Build the best product, do no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis’. These strategies are key to engaging the younger generation in the fight against environmental misinformation and greenwashing.
In addition to playing a crucial role as critical consumers, youth can also support these initiatives as activists and become active agents in the dissemination of ethical and sustainable practices. Moreover, their ability to stay informed and up to date with the latest developments can accelerate the shift towards recognition of more responsible business practices.
The VETting Green project not only provides the tools necessary for people to identify greenwashing, but also offers companies the opportunity to genuinely engage with their consumers in the fight for sustainability. Youth have the ability to be part of the transformative force the industry needs to move past deceptive practices and progress towards a more sustainable future. Therefore, it is critical to continue to promote sustainability education and approaches to inform society.